Citibike - A Sponsorhip Made in Urban Heaven

Bank's Partnership With NYC's Ride Sharing Program A Win-Win for the Year

Published on Aug 23, 2013

Editor's Pick

Citibikes, Citibank's NYC-based bike sharing system, wasn't a new idea. There have been similar efforts in cities around the world, including Toronto, London and Montreal. But the bank has helped turn what could have been just another bike-sharing program into a standout social, cause-based integrated campaign. For one, Citibiank snapped up, smartly, naming rights -- and landed on a moniker that promotes instant brand recall. It was a coup, considering that many, including New York City Mayor Mike Bloomberg kept tripping over the name, calling the bike program "Citibank" -- a mistake that was nothing but good for the brand. The bikes themselves, while helping to alleviate traffic congestion in the city, also double as out-of-home ads for Citibank. And best of all, they've helped the bank, which took plenty of money from the government as a bailout after the financial crisis, earn some much-needed goodwill among New Yorkers.

Publicis Kaplan Thaler is the agency for Citibike and created the accompanying marketing, including the program's app, quirky, location-specific outdoor and fun activations around the city. New Yorkers have embraced the idea warmly, and, like other great brand ideas, Citibike has also become the muse of non-commissioned creative riffs from the media, the general public and creative set, including the video above from Animal New York in which BMX king Tyrone Williams shows even more of what the branded wheels are capable of.